Introduction
This paper examines the strategic market positioning of Disney+ by focusing on its core target audience: Family Entertainment Seekers. This key demographic consists primarily of parents in their 30s and 40s with young children, who are actively looking for family-friendly and nostalgic content. These consumers place a high value on safety, quality family time, and creating positive memories for their children, which perfectly aligns with the platform’s messaging. Utilizing the VALS consumer typology, this segment is categorized as “Believers”—a group motivated by ideals, a sense of belonging, and an affinity for traditional values and trusted institutions like Disney.
Target Audience for Disney+
Disney+ focuses on families with young children who are searching for a secure and welcoming streaming service. One may call this audience Family Entertainment Seekers. In terms of behavioral traits, this audience is actively seeking family-friendly entertainment options (Disney+, n.d.). Family-friendly and age-appropriate programming is something they value. Because they want easy access to their favorite shows and movies, they are also likely to be frequent users of streaming services.
Demographically, this segment comprises parents in their 30s and 40s with young children. They may also have older children or teenagers in the household. They are likely to have a middle-to-upper-middle-class income, as they can afford the subscription fee for a streaming service.
Psychographically, this segment is characterized by valuing quality time spent with family and the goal of creating positive, lasting memories with their children. They are nostalgic and appreciate content that brings back childhood memories, allowing them to share those experiences with their own children (Disney+, n.d.). They are also concerned about the safety and appropriateness of their children’s content and seek out platforms that provide a safe and friendly environment.
In terms of VALS classification, the primary segment for Disney+ can be classified as “Believers.” Believers are motivated by ideals and a sense of belonging. They are family-oriented and value traditional values and institutions. They are likely to be religious and have a strong sense of community. They are also open to new experiences, but within the context of their beliefs and values, which aligns with the family-oriented and nostalgia-focused messaging of Disney+, which appeals to the values and beliefs of this segment.
Conclusion
To conclude, Disney+ primarily targets Family Entertainment Seekers, who are typically parents in their 30s and 40s with young children. This audience looks for content that is both family-friendly and nostalgic. Their core values revolve around creating positive memories, prioritizing safety, and enjoying quality time with their families. According to the VALS typology, this group is classified as “Believers.”
Reference
Disney+. (n.d.). Web.